1% for the Planet on Building a Global Movement

This week on Profit Meets Purpose, Kate Williams, CEO of 1% for the Planet, discusses the role that nonprofits play in the sustainability movement. 

You can listen to the full episode here. 

1% for the Planet was founded in 2002 when longtime friends Yvon Chouinard, founder of outdoor clothing brand Patagonia, and Craig Matthews, founder of Blue Ribbon Flies, a fishing business based in the Yellowstone National Park, imagined a world in which all businesses shared a small percentage of their profits. 

The original belief was that the environment should be treated as a business expense, just like energy or rent. That idea grew into 1% for the Planet, a nonprofit now operating in more than 90 countries. Founded in the US, more than half its members are now international, spanning industries from food and health to professional services and beauty. 

Williams joined the company in 2014. Beginning her career as an outdoor educator, she spent a decade taking students out into wild spaces and teaching them about the importance of protecting them. She went on to run the Northern Forest Canoe Trail, a conservation group that became a 1% for the Planet recipient and introduced her to the organisation’s work. After just one year as Director of Strategic Partnerships, Williams became CEO. At the time, membership stood at around 1,000 companies; today, that number has risen to 5,000. 

Evolving impact areas

When 1% for the Planet began, the roles of nonprofits and market players were largely seen as separate. That distinction has since blurred. As Williams puts it, “today we’re seeing both philanthropy and market-based solutions driving positive impact. The real question is: when is philanthropy the right lever, and when are market-based solutions the right lever — and how do they fit together?” It’s a constant consideration as organisation evolves.

This evolution is reflected in the projects that 1% funds. Originally, donations were directed primarily towards traditional conservation work such as land and water protection. Today, guided by the UN Sustainable Development Goals the organisation supports a much broader range of initiatives, working with around 7,000 environmental partners.

These are divided into four key impact areas: just economies, resilient communities, rights to nature, and conservation and restoration. Within these, climate adaptation has become the largest area of giving. “Our members are smart and paying attention,” Williams notes. “They’re allocating resources where they believe they can have the most meaningful impact.” Smaller companies with limited resources may choose to support a local partner or project where their contribution can have the greatest impact, while larger partners often focus on tackling broader, systemic challenges.

A logo that signals trust

The iconic 1% for the Planet logo has become a powerful badge for businesses. Its weight comes from strict accountability. Every member’s donations are verified annually, and those unable to meet commitments lose certification.

“We’ve built trust by staying consistent,” Williams said. “If a company carries our logo, consumers can be sure they’re really giving back.”

This consistency, coupled with storytelling, has fuelled the brand’s resonance. Thousands of member companies share impact stories, from volunteer days to nonprofit partnerships. 

Williams has seen the power of the brand extend well beyond charitable giving. She points to Sunski a sunglasses company that joined 1% for the Planet in its early days, drawn by its outdoor ethos and connection to the movement. But nonprofit partners and later Yvon Chouinard himself challenged the firm over the amount of plastic in its products and packaging. “They ended up developing a new manufacturing process using recycled fishing nets,” Williams said. “That’s one of thousands of examples where giving leads to deeper change.” 

The idea that giving can spark wider change is central to 1% for the Planet’s philosophy. What begins as a commitment to donate can ripple into deeper shifts in business strategy, whether that’s rethinking supply chains, innovating products, or embedding sustainability into long-term growth. 

Consumers are increasingly rewarding this kind of action. A 2023 Deloitte report found that one in three UK consumers had stopped purchasing certain brands because of sustainability concerns, while nearly 50% were more likely to choose brands with clear environmental commitments. It can be an achievable entry point into the sustainability conversation for many businesses. 

Progress, not perfection

Moving forward Williams is keen for businesses and other organisations to realise that the path to positive environment impact is iterative and incremental. “Most of us as individuals aren’t perfect either,” she said. “If every company takes even a small step, like 1%, that creates momentum for much bigger change.”

As 1% for the Planet approaches its 25th anniversary in 2027, Williams is excited by hitting the £1 billion donation milestone. The next goal is acceleration, reaching multiple billions over the coming decades.

The network’s founding belief system remains as true today as it was at inception, Williams explains. “Businesses must pay the planet just as they pay rent or staff. If we don’t have a healthy planet, we certainly won’t have a thriving economy.”